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Drilling Down: It’s the Scent That Tickles the Memory

Only recently have companies begun assigning smells to everyday products: frangipani-scented sewing threads, tires that smell like roses. A paper soon to be published in the Journal of Consumer Research confirms the wisdom of this tactic, finding that ...

From ALEX MINDLIN, The New York Times,  15 Nov 2009

Related Topics: Journal of Consumer Research

Drilling Down: Sending a Message, Again and Again

The number of text messages transmitted in the United States grew by more than 80 percent over the 12 months ended in June, according to a report just released by CTIA, a communications industry group. That figure measures the number of messages sent ...

From ALEX MINDLIN, The New York Times,  8 Nov 2009

Drilling Down: Children Watch More TV Than Ever

If there is a practical limit to the amount of television a child can watch, we have not yet discovered it. Nielsen reported last week that children ages 2 to 5 spent nearly 25 hours a week watching television, the highest figure on record. They spent ...

From ALEX MINDLIN, The New York Times,  1 Nov 2009

Related Topics: TiVo Inc.

Drilling Down: Models Strike a Chord in Self-Esteem

An article soon to be published in The Journal of Consumer Research explores the self-esteem among women looking at pictures of models. In one experiment, women with low body-mass measurements were shown to have thought about thinness after looking at ...

From ALEX MINDLIN, The New York Times,  25 Oct 2009

Related Topics: Journal of Consumer Research

Drilling Down: For Critics, Soft Approach Can Go Far

Experts are more persuasive when they seem tentative about their conclusions, a study soon to be published in the Journal of Consumer Research suggests. But the opposite is true of novices, who grow more persuasive with increasing certainty. In one ...

From ALEX MINDLIN, The New York Times,  18 Oct 2009

Related Topics: Journal of Consumer Research

Drilling Down: Web Display Ads Attract Fewer Clicks

A familiar workhorse of Internet advertising is the display, or graphical, ad. Roughly a third of all online ad spending goes to such ads, yet Internet users are increasingly reluctant to click on them. A recent study, by the research firm comScore, ...

From ALEX MINDLIN, The New York Times,  11 Oct 2009

Drilling Down: No Fury Like a Customer Mistreated

Retailers fear, with reason, the vengeful consumer. Angry customers, if not assuaged, can post complaints online, or even create Web sites denouncing the guilty party. A study soon to be published in the Journal of Consumer Research studies the ...

From ALEX MINDLIN, The New York Times,  4 Oct 2009

Drilling Down: Hit TV Shows Have Most-Skipped Ads

The most popular television programs had the least-watched commercials, TiVo reported last week. The company said that nearly all of the television shows that won 2009 Emmys showed higher levels of ad-skipping than the averages for their respective ...

From ALEX MINDLIN, The New York Times,  27 Sep 2009

Related Topics: TiVo Inc.,  Tina Fey

Drilling Down: Perceiving the Risk of Stock Picking

Consider a stock that picks up 10 cents on even days of the month and loses that much on odd days. Now imagine, instead, a stock that picks up value until the midpoint of the month, and then sinks until the endpoint. Both stocks offer the same monthly ...

From ALEX MINDLIN, The New York Times,  20 Sep 2009

Related Topics: New York University

Drilling Down: Turning to Premium Credit Cards

Continuing a pattern that has held for more than a year, credit card issuers last quarter mailed out fewer new-card offers than they did in the quarter before. But 28 percent more offers were sent to consumers with the best credit for two lines of ...

From ALEX MINDLIN, The New York Times,  13 Sep 2009

Related Topics: MasterCard

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